The relevance of the study is due to the development of digitalization processes of economy, including its financial sector. The introduction of modern technologies contributes to the creation of new financial products, the emergence of fundamentally new mechanisms and ways implementing the investment process. In this regard, the article is aimed at studying the investment behavior of macroeconomic entities in the context of establishing a new economic model that creates conditions for the formation and operation of new tools and investment methods. The article is aimed at identifying and describing the features of the investment behavior of economic entities, the appearance of which is due to the transformation of motivational incentives to implement investment activities. The leading approach used in the research is systemic-dialectical, which involves a comprehensive consideration of the investment process as a systemic phenomenon. The article identifies the prerequisites for changing the investment behavior of macroeconomic agents, due to the emergence of new investment tools, such as crowd-funding, crowd-investing and crowd-lending. It is proved that the introduction of digital technologies expands the investment opportunities of the subjects, which contributes to more effective implementation of their economic and institutional interests. It is shown that the ongoing evolution of the social-and-economic system, caused by digitalization, changes the traditional understanding the types of economic activity of economic agents. The article materials are of practical value for assessing the level of investment potential of macroeconomic entities; for analyzing the process of introduction and development of new technological platforms.